Integrated entity view across distributed systems

ABSTRACT

Methods, systems, and computer program products for a customer relationship management (CRM) system are provided herein. Embodiments presented herein provide for exchange of data between disparate, distributed systems; subscribe to and/or publish customer data change event; creation of master records for consumers using static and streaming sources; providing data provenance, auditing capabilities, and queries across multiple tenants and third party systems. Embodiments provide a single view of a customer in a distributed system environment.

CROSS REFERENCE TO RELATED APPLICATIONS

This application claims the benefit of U.S. Provisional PatentApplication No. 62/735,552 filed on Sep. 24, 2018, which is incorporatedby reference in its entirety.

BACKGROUND

Companies have access to more data about consumers of their products andservices than ever before. An objective of a CRM system is toefficiently manage and be able to easily access and share this data atall levels of service within a supply chain. However, conventionaldatabase or CRM systems are not able to integrate customer data fromdisparate, disconnected sources and create a master record for aconsumer. Conventional systems are also challenged with determiningwhere to get data from for either executing queries, reading, or writingdata in a multi-tenant system. Another issue with conventional systemsis that of data provenance, i.e., determining one or more sources ofdata in a record. Furthermore, conventional systems have struggled withproviding audit logs for data. Data provenance and audit logs areessential for complying with privacy laws. Conventional systems alsoface the issue of integrating data with different time scales, accessingdata from different sources, comparing the data, and reconciling it.

Typical commerce/marketing systems require administrators to producecode to convert high volume, low quality consumer data into lowervolume, higher quality data. This process can be time consuming,expensive, and error prone. When a customer leaves items in an onlinecheckout cart, i.e., abandons the cart, administrators have to writespecific code to parse through large amounts of data to track suchevents and generate follow-up emails to the consumer. Furthermore,because data comes from disparate sources that have their ownApplication Programming Interface (API), conventionally administratorswould have to learn the API for each system to program a query tointerface with different systems and retrieve the data. Embodimentspresented herein provide solutions for at least these problems amongstothers.

BRIEF DESCRIPTION OF THE DRAWINGS

The accompanying drawings, which are incorporated herein and form partof the specification, illustrate the present embodiments and, togetherwith the description, further serve to explain the principles of thepresent embodiments and to enable a person skilled in the relevantart(s) to make and use the present embodiments.

FIGS. 1A and 1B illustrate an example operating environment according toan embodiment of the disclosure.

FIG. 2 illustrates an integrated enterprise commerce architectureaccording to an embodiment of the disclosure.

FIG. 3 illustrates a consumer resolution engine (CRE) according to anembodiment of the disclosure.

FIG. 4 illustrates an example computer system which may be used forimplementing various embodiments presented herein.

FIGS. 5 to 7 illustrate example user interfaces according to anembodiment of the disclosure.

The features and advantages of the present embodiments will become moreapparent from the Detailed Description set forth below when taken inconjunction with the drawings, in which like reference charactersidentify corresponding elements throughout. In the drawings, likereference numbers generally indicate identical, functionally similar,and/or structurally similar elements. The drawing in which an elementfirst appears is indicated by the leftmost digit(s) in the correspondingreference number.

DETAILED DESCRIPTION

Example Operating Environment

FIG. 1A illustrates a block diagram of an environment 110 wherein anon-demand database service might be used. The environment 110 mayinclude customer systems 112, a network 114, a system 116, a processorsystem 117, an application platform 118, a network interface 120, atenant data storage 122, a system data storage 124, program code 126,and a process space 128. In other embodiments, the environment 110 maynot have all of the components listed and/or may have other elementsinstead of, or in addition to, those listed above. In this disclosure, aconsumer may be synonymously referred to as a customer or patron.

The environment 110 is an environment in which an on-demand databaseservice exists. A customer system 112 may be any machine or system thatis used by a customer to access a database customer system. For example,any of the customer systems 112 may be a handheld computing device, amobile phone, a laptop computer, a work station, and/or a network ofcomputing devices. As illustrated in FIG. 1A (and in more detail in FIG.1B) the customer systems 112 might interact via the network 114 with anon-demand database service, which is the system 116.

An on-demand database service, such as the system 116, is a databasesystem that is made available to outside customers that do not need tonecessarily be concerned with building and/or maintaining the databasesystem, but instead may be available for their use when the customersneed the database system (e.g., on the demand of the customers). Someon-demand database services may store information from one or moretenants stored into tables of a common database image to form amulti-tenant database system (MTS). Accordingly, the “on-demand databaseservice 116” and the “system 116” will be used interchangeably herein. Adatabase image may include one or more database objects. A relationaldatabase management system (RDMS) or the equivalent may execute storageand retrieval of information against the database object(s). Theapplication platform 118 may be a framework that allows the applicationsof the system 116 to run, such as the hardware and/or software, e.g.,the operating system. In an embodiment, the on-demand database service116 may include the application platform 118 which enables creation,managing and executing one or more applications developed by theprovider of the on-demand database service, customers accessing theon-demand database service via customer systems 112, or third-partyapplication developers accessing the on-demand database service via thecustomer systems 112.

The users of the customer systems 112 may differ in their respectivecapacities, and the capacity of a particular customer system 112 mightbe entirely determined by permissions (permission levels) for thecurrent user. For example, where a salesperson is using a particularcustomer system 112 to interact with the system 116, that customersystem 112 has the capacities allotted to that salesperson. However,while an administrator is using that customer system 112 to interactwith the system 116, that customer system 112 has the capacitiesallotted to that administrator. In systems with a hierarchical rolemodel, users at one permission level may have access to applications,data, and database information accessible by a lower permission leveluser, but may not have access to certain applications, databaseinformation, and data accessible by a user at a higher permission level.Thus, different users will have different capabilities with regard toaccessing and modifying application and database information, dependingon a user's security or permission level.

The network 114 is any network or combination of networks of devicesthat communicate with one another. For example, the network 114 may beany one or any combination of a LAN (local area network), WAN (wide areanetwork), telephone network, wireless network, point-to-point network,star network, token ring network, hub network, or other appropriateconfiguration. As the most common type of computer network in currentuse is a TCP/IP (Transfer Control Protocol and Internet Protocol)network, such as the global internetwork of networks often referred toas the “Internet” with a capital “I,” that network will be used in manyof the examples herein. However, it should be understood that thenetworks that the one or more implementations might use are not solimited, although TCP/IP is a frequently implemented protocol.

The customer systems 112 might communicate with the system 116 usingTCP/IP and, at a higher network level, use other common Internetprotocols to communicate, such as HTTP, FTP, AFS, WAP, etc. In anexample where HTTP is used, the customer systems 112 might include anHTTP client commonly referred to as a “browser” for sending andreceiving HTTP messages to and from an HTTP server at the system 116.Such an HTTP server might be implemented as the sole network interfacebetween the system 116 and the network 114, but other techniques mightbe used as well or instead. In some implementations, the interfacebetween the system 116 and the network 114 includes load sharingfunctionality, such as round-robin HTTP request distributors to balanceloads and distribute incoming HTTP requests evenly over a plurality ofservers. At least as for the users that are accessing that server, eachof the plurality of servers has access to the MTS' data; however, otheralternative configurations may be used instead.

In one embodiment, the system 116, shown in FIG. 1A, implements aweb-based customer relationship management (CRM) system. For example, inone embodiment, the system 116 includes application servers configuredto implement and execute CRM software applications as well as providerelated data, code, forms, webpages and other information to and fromthe customer systems 112 and to store to, and retrieve from, a databasesystem related data, objects, and Webpage content. With a multi-tenantsystem, data for multiple tenants may be stored in the same physicaldatabase object, however, tenant data typically is arranged so that dataof one tenant is kept logically separate from that of other tenants sothat one tenant does not have access to another tenant's data, unlesssuch data is expressly shared. In certain embodiments, the system 116implements applications other than, or in addition to, a CRMapplication. For example, the system 116 may provide tenant access tomultiple hosted (standard and custom) applications, including a CRMapplication. Customer (or third-party developer) applications, which mayor may not include CRM, may be supported by the application platform118, which manages creation, storage of the applications into one ormore database objects, and executing of the applications in a virtualmachine in the process space of the system 116.

One arrangement for elements of the system 116 is shown in FIG. 1B,including the network interface 120, the application platform 118, thetenant data storage 122 for tenant data 123, the system data storage 124for system data 125 accessible to the system 116 and possibly multipletenants, the program code 126 for implementing various functions of thesystem 116, and the process space 128 for executing MTS system processesand tenant-specific processes, such as running applications as part ofan application hosting service. Additional processes that may execute onthe system 116 include database indexing processes.

Several elements in the system shown in FIG. 1A include conventional,well-known elements that are explained only briefly here. For example,each of the customer systems 112 could include a desktop personalcomputer, workstation, laptop, PDA, cell phone, or any wireless accessprotocol (WAP) enabled device or any other computing device capable ofinterfacing directly or indirectly to the Internet or other networkconnection. Each of the customer systems 112 typically runs an HTTPclient, e.g., a browsing program, such as Microsoft's Internet Explorerbrowser, Netscape's Navigator browser, Opera's browser, or a WAP-enabledbrowser in the case of a cell phone, PDA or other wireless device, orthe like, allowing a customer (e.g., subscriber of the multi-tenantdatabase system) of the customer systems 112 to access, process and viewinformation, pages and applications available to it from the system 116over the network 114. Each of the customer systems 112 also typicallyincludes one or more user interface devices, such as a keyboard, amouse, trackball, touch pad, touch screen, pen or the like, forinteracting with a graphical user interface (GUI) provided by thebrowser on a display (e.g., a monitor screen, LCD display, etc.) inconjunction with pages, forms, applications and other informationprovided by the system 116 or other systems or servers. For example, theuser interface device may be used to access data and applications hostedby the system 116, and to perform searches on stored data, and otherwiseallow a user to interact with various GUI pages that may be presented toa user. As discussed above, embodiments are suitable for use with theInternet, which refers to a specific global internetwork of networks.However, it should be understood that other networks may be used insteadof the Internet, such as an intranet, an extranet, a virtual privatenetwork (VPN), a non-TCP/IP based network, any LAN or WAN or the like.

According to one embodiment, each of the customer systems 112 and all ofits components are operator configurable using applications, such as abrowser, including computer code run using a central processing unitsuch as an Intel Pentium® processor or the like. Similarly, the system116 (and additional instances of an MTS, where more than one is present)and all of their components might be operator configurable usingapplication(s) including computer code to run using a central processingunit such as the processor system 117, which may include an IntelPentium® processor or the like, and/or multiple processor units. Acomputer program product embodiment includes a machine-readable storagemedium (media) having instructions stored thereon/in which may be usedto program a computer to perform any of the processes of the embodimentsdescribed herein. Computer code for operating and configuring the system116 to intercommunicate and to process webpages, applications and otherdata and media content as described herein are, for example, downloadedand stored on a hard disk, but the entire program code, or portionsthereof, may also be stored in any other volatile or non-volatile memorymedium or device as is well known, such as a ROM or RAM, or provided onany media capable of storing program code, such as any type of rotatingmedia including floppy disks, optical discs, digital versatile disk(DVD), compact disk (CD), micro-drive, and magneto-optical disks, andmagnetic or optical cards, Nano-systems (including molecular memoryICs), or any type of media or device suitable for storing instructionsand/or data. Additionally, the entire program code, or portions thereof,may be transmitted and downloaded from a software source over atransmission medium, e.g., over the Internet, or from another server, asis well known, or transmitted over any other conventional networkconnection as is well known (e.g., extranet, VPN, LAN, etc.) using anycommunication medium and protocols (e.g., TCP/IP, HTTP, HTTPS, Ethernet,etc.) as are well known. It will also be appreciated that computer codefor implementing embodiments may be implemented in any programminglanguage that may be executed on a client system and/or server or serversystem such as, for example, C, C++, HTML, any other markup language,Java™, JavaScript, ActiveX, any other scripting language, such asVBScript, and many other programming languages as are well known may beused. (Java™ is a trademark of Sun Microsystems, Inc.).

According to one embodiment, the system 116 is configured to providewebpages, forms, applications, data and media content to the customer(client) systems 112 to support the access by the customer systems 112as tenants of the system 116. As such, the system 116 provides securitymechanisms to keep each tenant's data separate unless the data isshared. If more than one MTS is used, they may be located in closeproximity to one another (e.g., in a server farm located in a singlebuilding or campus), or they may be distributed at locations remote fromone another (e.g., one or more servers located in city A and one or moreservers located in city B). As used herein, each MTS could include oneor more logically and/or physically connected servers distributedlocally or across one or more geographic locations. Additionally, theterm “server” is meant to include a computer system, includingprocessing hardware and process space(s), and an associated storagesystem and database application (e.g., OODBMS or RDBMS) as is well knownin the art. It should also be understood that “server system” and“server” are often used interchangeably herein. Similarly, the databaseobject described herein may be implemented as single databases, adistributed database, a collection of distributed databases, a databasewith redundant online or offline backups or other redundancies, etc.,and might include a distributed database or storage network andassociated processing intelligence.

FIG. 1B also illustrates the environment 110. However, in FIG. 1Belements of the system 116 and various interconnections in an embodimentare further illustrated. FIG. 1B shows that the each of the customersystems 112 may include a processor system 112A, a memory system 112B,an input system 112C, and an output system 112D. FIG. 1B shows thenetwork 114 and the system 116. FIG. 1B also shows that the system 116may include the tenant data storage 122, the tenant data 123, the systemdata storage 124, the system data 125, a User Interface (UI) 144, anApplication Program Interface (API) 146, a PL/SOQL 148, save routines150, an application setup mechanism 152, applications servers 130, asystem process space 132, tenant process spaces 134, a tenant managementprocess space 136, a tenant storage area 138, a customer storage 140,and application metadata 142. In other embodiments, the environment 110may not have the same elements as those listed above and/or may haveother elements instead of, or in addition to, those listed above.

The customer systems 112, the network 114, the system 116, the tenantdata storage 122, and the system data storage 124 were discussed abovein FIG. 1A. Regarding the customer systems 112, the processor system112A may be any combination of one or more processors. The memory system112B may be any combination of one or more memory devices, short term,and/or long-term memory. The input system 112C may be any combination ofinput devices, such as one or more keyboards, mice, trackballs,scanners, cameras, and/or interfaces to networks. The output system 112Dmay be any combination of output devices, such as one or more monitors,printers, and/or interfaces to networks. As shown by FIG. 1B, the system116 may include the network interface 120 (of FIG. 1A) implemented as aset of HTTP application servers 130, the application platform 118 (ofFIG. 1A), the tenant data storage 122, and the system data storage 124.Also shown is the system process space 132, including individual tenantprocess spaces 134 and the tenant management process space 136. Eachapplication server 130 may be configured to access tenant data storage122 and the tenant data 123 therein, and the system data storage 124 andthe system data 125 therein to serve requests of the customer systems112. The tenant data 123 might be divided into individual tenant storageareas 138, which may be either a physical arrangement and/or a logicalarrangement of data. Within each tenant storage area 138, the customerstorage 140 and the application metadata 142 might be similarlyallocated for each customer. For example, a copy of a customer's mostrecently used (MRU) items might be stored to the customer storage 140.Similarly, a copy of MRU items for an entire organization that is atenant might be stored to the tenant storage area 138. The UI 144provides a user interface and the API 146 provides an applicationprogrammer interface to the system 116 resident processes to customersand/or developers at the customer systems 112. The tenant data and thesystem data may be stored in various databases, such as one or moredatabases.

The application platform 118 includes the application setup mechanism152 that supports application developers' creation and management ofapplications, which may be saved as metadata into the tenant datastorage 122 by the save routines 150 for execution by subscribers as oneor more tenant process spaces 134 managed by the tenant managementprocess 136 for example. Invocations to such applications may be codedusing the PL/SOQL 148 that provides a programming language styleinterface extension to the API 146. A detailed description of somePL/SOQL language embodiments is discussed in commonly owned U.S. Pat.No. 7,730,478, filed Sep. 21, 2007, entitled, “Method and system forallowing access to developed applications via a multi-tenant on-demanddatabase service,” which is incorporated in its entirety herein for allpurposes. Invocations to applications may be detected by one or moresystem processes, which manages retrieving the application metadata 142for the subscriber making the invocation and executing the metadata asan application in a virtual machine.

Each application server 130 may be communicably coupled to databasesystems, e.g., having access to the system data 125 and the tenant data123, via a different network connection. For example, one applicationserver 130-1 might be coupled via the network 114 (e.g., the Internet),another application server 130-N might be coupled via a direct networklink, and another application server 130-N might be coupled by yet adifferent network connection. Transfer Control Protocol and InternetProtocol (TCP/IP) are typical protocols for communicating betweenapplication servers 130 and the database system. However, it will beapparent to one skilled in the art that other transport protocols may beused to optimize the system depending on the network interconnect used.

In certain embodiments, each application server 130 is configured tohandle requests for any user associated with any organization that is atenant. Because it is desirable to be able to add and remove applicationservers from the server pool at any time for any reason, there is noserver affinity for a customer and/or organization to a specificapplication server 130. In one embodiment, therefore, an interfacesystem implementing a load balancing function (e.g., an F5 Big-IP loadbalancer) is communicably coupled between the application servers 130and the customer systems 112 to distribute requests to the applicationservers 130. In one embodiment, the load balancer uses a leastconnections algorithm to route customer requests to the applicationservers 130. Other examples of load balancing algorithms, such as roundrobin and observed response time, also may be used. For example, incertain embodiments, three consecutive requests from the same customercould hit three different application servers 130, and three requestsfrom different customers could hit the same application server 130. Inthis manner, the system 116 is multi-tenant, wherein the system 116handles storage of, and access to, different objects, data andapplications across disparate customers and organizations.

As an example of storage, one tenant might be a company that employs asales force where each salesperson uses the system 116 to manage theirsales process. Thus, a customer might maintain contact data, leads data,consumer follow-up data, performance data, goals and progress data,etc., all applicable to that customer's personal sales process (e.g., inthe tenant data storage 122). In an example of a MTS arrangement, sinceall of the data and the applications to access, view, modify, report,transmit, calculate, etc., may be maintained and accessed by a customersystem having nothing more than network access, the customer can managehis or her sales efforts and cycles from any of many different customersystems. For example, if a salesperson is visiting a customer and thecustomer has Internet access in their lobby, the salesperson can obtaincritical updates as to that customer while waiting for the customer toarrive in the lobby.

While each user's data might be separate from other users' dataregardless of the employers of each user, some data might beorganization-wide data shared or accessible by a plurality of users orall of the users for a given organization that is a tenant. Thus, theremight be some data structures managed by the system 116 that areallocated at the tenant level while other data structures might bemanaged at the user level. Because an MTS might support multiple tenantsincluding possible competitors, the MTS should have security protocolsthat keep data, applications, and application use separate. Also,because many tenants may opt for access to an MTS rather than maintaintheir own system, redundancy, up-time, and backup are additionalfunctions that may be implemented in the MTS. In addition touser-specific data and tenant specific data, the system 116 might alsomaintain system level data usable by multiple tenants or other data.Such system level data might include industry reports, news, postings,and the like that are sharable among tenants.

In certain embodiments, the customer systems 112 (which may be clientsystems) communicate with the application servers 130 to request andupdate system-level and tenant-level data from the system 116 that mayrequire sending one or more queries to the tenant data storage 122and/or the system data storage 124. The system 116 (e.g., an applicationserver 130 in the system 116) automatically generates one or more SQLstatements (e.g., one or more SQL queries) that are designed to accessthe desired information. The system data storage 124 may generate queryplans to access the requested data from the database.

Each database can generally be viewed as a collection of objects, suchas a set of logical tables, containing data fitted into predefinedcategories. A “table” is one representation of a data object, and atable may be used herein to simplify the conceptual description ofobjects and custom objects. It should be understood that “table” and“object” may be used interchangeably herein. Each table generallycontains one or more data categories logically arranged as columns orfields in a viewable schema. Each row or record of a table contains aninstance of data for each category defined by the fields. For example, aCRM database may include a table that describes a customer with fieldsfor basic contact information such as name, address, phone number, faxnumber, etc. Another table might describe a purchase order, includingfields for information such as customer, product, sale price, date, etc.In some multi-tenant database systems, standard entity tables might beprovided for use by all tenants. For CRM database applications, suchstandard entities might include tables for Account, Contact, Lead, andOpportunity data, each containing pre-defined fields. It should beunderstood that the word “entity” may also be used interchangeablyherein with “object” and “table”.

In some multi-tenant database systems, tenants may be allowed to createand store custom objects, or they may be allowed to customize standardentities or objects, for example by creating custom fields for standardobjects, including custom index fields. U.S. Pat. No. 7,779,039, filedApr. 2, 2004, entitled “Custom Entities and Fields in a Multi-TenantDatabase System,” is hereby incorporated herein by reference. In certainembodiments, for example, all custom entity data rows are stored in asingle multi-tenant physical table, which may contain multiple logicaltables per organization. It is transparent to customers that theirmultiple “tables” are in fact stored in one large table or that theirdata may be stored in the same table as the data of other customers.

Customer, company, or client as referred to interchangeably hereinrefers to companies that subscribe to CRM services. For example,companies such as Crocs™ may subscribe to CRM services and are referredto as customers herein. Consumers as referred to herein refers toindividuals that purchase products or services from the customers, e.g.,from customer websites, customer stores, or in-person sales by thecustomers.

Integrated Enterprise Commerce Architecture

FIG. 2 illustrates an integrated enterprise commerce architecture 201according to an embodiment of the disclosure. Architecture 201 is partof system 116 and environment 110 in FIGS. 1A-1B.

In FIG. 2, raw event bus 200 receives raw events 202-1 through 202-7from a number of sources. For example, raw event bus 200 receives datafrom, including but not limited to, a customer's webpage 204 (e.g.,clicks by consumers on webpage 204), from computational devices 206(e.g., consumer laptops or desktops), mobile devices 208 (e.g., consumersmart phones and tablets), devices 210 with Internet of Things 224 (IoT)capability, core database 214, marketing cloud (“MC”) 216, and commercecloud (“CC”) 218. In an example, if a customer clicks on an item oncustomer website 204 to view the item, a customer adds an item to anonline cart, or if a customer removes an item from the online cart, araw event of the activity is generated and associated with a controltag. Control tags 220-1 through 220-3, server events 222-1 through222-3, and IOT 224 are used to determine which events get transmitted tothe raw event bus 200. Customer and client devices can publish rawevents onto the raw event bus 200 by sending the raw events to a certainInternet Protocol (IP) address such as rawevents.salesforce.com.

Raw events are typically high volume, low quality data. Embodimentspresented herein convert high volume, low quality data into lowervolume, higher quality data. Conventionally, administrators had toproduce code to convert the high volume, low quality data into lowervolume, higher quality data. The embodiments presented herein providepoint-and-click software to perform this function thereby significantlyreducing time and cost required for such conversions.

Raw events calculators 226 include a number of modules such as marketingcloud predictive intelligence (MC PI) 228, commerce cloud predictiveintelligence (CC PI) 230, and Krux 232 for sorting raw events receivedvia the raw event bus 200 and convert the high volume, low quality datainto lower volume, higher quality data. For example, MC PI 228 parsesevents from the raw event bus 200 to determine what is being added by aconsumer into an online checkout cart or removed from the onlinecheckout cart. Events may include a cart identification (ID) to identifythe cart. If there is an abandoned cart event, i.e., an event where aconsumer adds items to a cart but doesn't checkout and complete thetransaction, MC PI 228 will publish an abandoned cart event on theEnterprise Messaging Platform (EMP) bus 234. Similarly, if a cart hasnot seen an event such as an addition or deletion for a certainprogrammable period of time, then the MC PI 228 will put the event onthe EMP bus 234. Raw Event Bus 200 and EMP bus 234 could be one big bus.However, Raw Event Bus 200 processes raw events, which can have highdata volume and may not directly go to any customer or application,while EMP bus 234 processes business event, which can have moretransactional details. Moreover, Raw Event Bus 200 can only define whohas access to it or not, but EMP bus 234 has a security model that candefine “who is allowed to get what events when”. EMP bus 234 can providea common abstraction layer for disparate, different customers and acommon shared bus for events across different systems. Any events goingonto EMP bus 234 can go to any systems encircling the platform. Butdifferent customers and different systems can't communicate directlywith each other through EMP bus 234. The events on EMP bus 234 aresecurely isolated from each other.

EMP bus 234 allows for event publish/event subscribe rules. The eventpublish/event subscribe rules provide for what event can be published tothe EMP bus 234 by a customer, what event can be subscribed to on theEMP bus 234 by the customer, and what happens when a customer subscribesto a particular event on the EMP bus 234. When setting up publicationsrules, a filter criteria can be applied for a given event to limit howit's shared, such as only publishing PersonAccounts with RecordType as“EMEA”. And for a given event, the payload can be enriched withadditional information before publishing to EMP bus 234. For example,RecordType information is added to a given customer data change (CDC)event so subscribers can apply filters. Similarly, when setting upsubscription rules, a filter criteria can be applied when retrievingevents off the share EMP 234. For example, a filter criteria can be setup to only process PersonAccount with RecordType of “NorthAmerica”. EMPbus 234 can provide customer trigger events that can be used to producean action. Taking the abandoned cart as an example, after an abandonedcart event is published on EMP bus 234, it can be subscribed to andretrieved off EMP bus 234. The abandoned cart event can be the triggerevent. And an email action can be produced to remind the consumer whohas abandoned the cart.

Event router/buffer 236 provides support for the event publish/eventsubscribe rules. The events published on EMP bus 234 are inchronological order and events exceeding a certain period of time, suchas 72 hours, can be dropped off. So newly published events can pushpreviously published events down, for example, to the left as shown inFIG. 2. Different customers can subscribe to the events on EMP bus 234at different time point of that period of time and independently fromeach other. For example, as shown in FIG. 2, Core 214 can subscribe tonewly published events on EMP bus 234. EComm 254 may be brought down 24hours for system upgrade. And after EComm 254 is brought up, it cansubscribe to events published 24 hours ago.

The event publish/event subscribe rules can define the schema, version,and security of the events. With different customers publish/subscribeto EMP bus, the efficiency for development life cycle can be improved bydecoupling separate duties for different customers. For example, thereis an update on Core 214, such as publishing new version of events.Conventionally, EComm 254, OMS 256, MC 216 and 3^(rd) Party system 258,which have one to one connection between each other to communicate witheach other, need to be upgraded at the same time and brought up all atonce to avoid system breakdown and process new version of eventspublished by Core 214. With EMP bus 234, the systems of EComm 254, OMS256, MC 216 and 3^(rd) Party system 258 can be upgraded at differenttime after Core 214 update, and then subscribe to the new version ofevents from EMP234 at different time point. Embodiments presented hereinprovide an easy to use point-and-click user interface (UI) for eventpublish/event subscribe rules that allows a customer's administrator toselect what data is to be published to the EMP bus 234 and what data isto be subscribed from the EMP bus 234.

CC PI 230 provides product recommendations based on a consumer'sbrowsing history. For example, based on items a consumer has clicked ona customer website 204, added to an online cart, or deleted from theonline cart, CC PI 230, based on third party and internal data sources,can generate product recommendations. The product recommendations areplaced on the EMP bus 234.

Krux 232 segments user traffic. Krux 232 has a UI that allows trackingof user clicks and segmenting the traffic into different buckets. Forexample, Krux 232 may segment data, based on Krux related control tags.For example, control tags may include data such as the general locationwhere the traffic originated from, e.g., California, or whether aconsumer clicked on men's or women's items. Using data from control tags220, Krux can segment data by location, gender, age, etc. Thus, rawevent calculators 226 convert the high volume, low quality data intolower volume, higher quality data and place the filtered data onto theEMP bus 234.

Cross-cloud Application Components 238 highlight the value of integratedsystems by providing seamless experiences and access to data acrosssystems. Cross-cloud Application Components 238 include commercejourneys event handler 240, journey builder 242, runtime components 244,virtual entities 246, and setup UI 248. Commerce journeys event handler240 takes action on events filtered by raw events calculator 226 andreceived via the EMP bus 234. For example, commerce journeys eventhandler 240 monitors the EMP bus 234 for abandoned cart events andgenerates data for an email that reminds a consumer about items leftbehind in the cart that the consumer might want to purchase. Journeybuilder 242 builds and sends the email based on data generated bycommerce journeys event handler 240.

For example, when a consumer adds an item to a shopping cart, an “addcart” event is produced on raw event bus 200. MC PI 228 starts orrestarts an abandoned cart counter operation associated with theconsumer's shopping cart. After a period of time passes, two days forexample, MC PI 228 publishes an “abandoned cart” event on the EMP 234.Commerce journeys event handler 242 listens for “abandoned cart” events.Upon ingesting the event, commerce journeys event handler 242 requestsadditional information associated with the abandoned cart, such as theconsumer's identity and email address, via query handler 264. Leveragingthis information, journey builder 242 generates and transmits acommunication to the consumer. For example, journey builder 242 maygenerate an email to remind the consumer of his or her interest in aproduct, or to offer a discount. The attributes for each journey can bedefined by a user using point-and-click tools. In this regard,additional predictive logic may also be configured to determine journeyattributes. For example, a calculator such as CC PI 230 may also provideinformation to commerce journeys event handler 240 via EMP 234, such asthe amount of the discount based on the consumer's commercial value tothe tenant. While conventional methods require a customer'sadministrator to write code to parse through raw data, determineabandoned cart events, and generate an email, the embodiments presentedherein transparently provide point-and-click tools that allow thegeneration of such emails seamlessly and transparently. Additionalcommerce journey events handled by cross-cloud application components238 may include additional commerce events, such as cart remove or add.Other events may include consumer related change events, consent eventssuch as mailing list unsubscribe, ordering events (e.g., generating anemail regarding a status of an order), and other marketing events.

Runtime Components 244 (also referred to as “retail runtime UI widgets”)are a customized set of UI tools. For example, runtime components 244include an image frame (IFrame) UI tool (not shown) that allows forintegrated display and placement of a product image into, for example, amarketing email or an email that reminds a consumer of an abandonedcart. Conventionally such an extraction of a product image would requireextensive coding, however the IFrame tools allows for point-and-clickextraction of such images. Runtime components 244 also include a listview tool (not shown) that provides customized views of data from othersystems, like commerce cloud 218 and marketing cloud 216. VirtualEntities 246 provide a common query layer for integration with thirdparty systems. Virtual entities 246 delegates to data federation service( ) provides a consistent interface for querying data across varioussystems. Thereby, data can be queried from multiple systems reducingcomplexity for a user seeking to access such systems.

Setup UI 248 (also referred to as “cross-cloud setup UI” herein)provides an integrated UI experience that allows a user to configureconnectivity between different applications provided by the system. Italso allows for users to map schemas and configure the ConsumerResolution Engine (CRE) 250. Setup UI 248 permits business users toconfigure different applications without needing sophisticated technicalcapability on the part of the user. Changes made using the setup UI 248are saved in the Metadata Service 252 that is described further below.In an embodiment, setup UI 248 allows program developers to make theirown Uls thereby providing a UI framework as a micro service tocustomers.

Core 214 is a database of core products and services. Core 214 includessales cloud, service cloud, communities services, industries services,and platform services. While marketing cloud 216 and commerce cloud 218are shown as separate clouds, in an example, marketing cloud 216 andcommerce cloud 218 may be part of core 214.

E-commerce database 254 stores information used to run a storefront webinterface. Order management system (OMS) 256 is a database that storesconsumer order data and handles logistics after an order is placed(e.g., shipment, returns, etc.)

Third party systems 258 are databases and systems that belong to thirdparties such as an Enterprise Resource Planning (ERP) system. Forexample, a customer such as Adidas™, will have data that will be used bythe embodiments herein to provide services such as event data analysisor generate marketing emails for consumers.

Event handlers 260-1 through 260-5 are associated with core, MC, OMS,e-commerce, and third party systems and are code that is used to readdata from EMP bus 234 or to place data onto EMP bus 234.

Data Federation Service (DFS) 262 provides a set of connectors to pluginto components of the system in order to run queries, read, write, ordelete data from records. DFS 262 provide a common query interface socustomers can get data from across multiple systems. For example, acustomer can run a query and get data on an online cart from commercecloud 218. Conventionally a customer would have to use a system-specificApplication Programming Interface (API) for the commerce cloud 218 inorder to program a query and retrieve the data. Embodiments presentedherein allow the customer to forego use of the distinct APIs andprovides a singular, unified API for queries across multiple disparatedisconnected systems such as core 214, E-commerce database 254, OMS 256,MC 216, third party systems 258, CRE 250 etc. In DFS, the upsert/deletehandler 268 allows for reading from and writing back to differentsystems. The DFS cache 270 stores local copies of data for performanceimprovement. Query executors 266 manage queries by reaching out tomultiple systems for parallel execution of queries. Query handler 264handles error scenarios resulting from queries.

By providing provide a common query interface, DFS 262 can receive aquery from virtual entities 246 against a virtual schema, that is, atarget shape that does not exist on disk. DFS 262 can then parse thequery to be performed against a concrete logical schema. DFS 262executes the query on the logical schema and provides the results to bereturned through the target shape. Additionally, DFS 262 can perform aquery that relies on a metadata model and transformation informationstored in metadata service 252. Thereby, DFS 262 can rewrite a queryinto an ad hoc language of a downstream system using the transformationinformation. For example, a query may be generated that includes joinsor fields. Without knowing whether a downstream system supports joins,DFS 262 can execute a query by relying on the metadata model. Forexample, a query may seek information associated with separate domains(e.g., an order domain and a product domain). The query may seek orders,order line items, and products information associated with therespective orders. Where a traditional query may obtain such informationvia separate calls to the downstream system, DFS 262 is enabled bymetadata service 252 to obtain this information in a single query call.

Conventional systems are challenged with determining where to get datafrom for either executing queries, reading, or writing data in amulti-tenant system. FIGS. 5 and 6 show examples of a multi-tenancy UI.The UI in FIG. 5 illustrates four clouds—commerce cloud, service cloud,sales cloud, and marketing cloud. Each instance of the cloud is referredto as a “tenant.” For example, Crocs™ has purchased one contract for acommerce cloud (“Crocs US). Crocs' US commerce cloud is an example of atenant. Crocs has purchased three contracts for service cloud (CrocsNorth America, Crocs Canada, and Crocs Latin America). The three servicecloud contracts comprise three distinct tenants. Similarly, Crocs haspurchased a sales cloud contract and a marketing cloud contract whichcomprises two distinct tenants. Global Directory of Tenants 272 providesa source for managing a customer's tenants and the authenticationconfiguration to connect to the tenant. For example, Crocs may have aservice cloud tenant for North America, Canada, and Latin America. In anembodiment, global directory of tenants 272 also manages trustrelationships. For example, global directory of tenants 272 can providefor rules that allow for trust between the Crocs service clouds forNorth America and Canada but not Latin America. Management of trustrelationships also allows for compliance with privacy laws such asGeneral Data Protection Regulation (“GDPR”). For example, a Europeancloud purchased by a customer may not have a trust relationship withclouds in other regions in order to comply with European privacy laws.FIGS. 5 and 6 illustrate alternate list views of tenants. For example,the UI in FIG. 5 shows that there are three service cloud tenants, andone each of marketing cloud, sales cloud, and commerce cloud. The “otherdata” button and the “Salesforce data” button allows a customer to addother sources of data from non-Salesforce systems, such as their owndata in an ERP system, along with Salesforce CRM data.

Metadata Service 252 provides metadata and schemas to create, edit, andstore configurations for the system. Master record canonical models 282provide a common exchange schema that reconciles the schema betweendisparate systems. For example, some records refer to a last name fieldas a “family name” instead of a “last name.” Master record canonicalmodels 282 provide a common schema for the records, e.g., family namewill be resolved to “last name.” Field mapping registry 276 connectsdifferent schemas. Entity schema registry 274 provides access to eachtenant's specific schema. EMP message schemas 280 provide an eventregistry that defines the attributes of what kinds of events can go ontothe EMP bus 234 and what kinds of events cannot go onto the EMP bus 234.CRE services metadata 284 determines how CRE 250 should operate. Forexample it determines how CRE 250 should match and normalize records.CRE 250 will be described in further detail below. DFS metadata 278provides for what kind of data can be accessed, using queries, from theDFS 262. In an embodiment, Metadata Service 252 also provides supportfor versioning of schema metadata. For example, a user can create andsave multiple distinct metadata profiles.

In an embodiment, query handler 264 may receive a request to perform aquery across multiple data sources. For example, query handler mayreceive a query request for consumer data. In response, query handler264 determines a first data source and a second data source related tothe query. The first data source and second data source may be fromdisparate systems. Query handler 264 performs the requested query byretrieving data stored in the first data source, the second data sourceand a common exchange schema, such as master record canonical model 282,to reconcile the schema between the disparate first and second datasources.

Consumer Resolution Engine (CRE)

Conventional database or customer relationship management systems arenot able to integrate customer data from disparate disconnected sourcesand create a master record for a customer without copying data to aspecific system. Another issue with conventional systems is that of dataprovenance, i.e., determining one or more sources of data in a record.Furthermore, conventional systems have struggled with providing auditlogs for data. Data provenance and audit logs are essential forcomplying with privacy laws. For example, if a customer wishes to editor delete a record, they should be able to do so. CRE 250 as describedherein allows for multi-tenancy, security, and regulatory compliance.Embodiments build a holistic view of the consumer, which includes notonly the data but also the context surrounding the data. Sources of datainclude all possible touchpoints a consumer may have with a companyincluding both current known touchpoints or future touchpoints.Touchpoints as referred to herein include, for example, point-of-sale,customer service, marketing etc. Embodiments maintain traceability ofdata provenance through the system to allow for searchable profiles. CRE250 also allows for maintaining audit logs on all inputs, operations,and access of data elements. CRE 250 also allows for administrators or“data stewards” to fully control behavior of the system, monitor dataquality, and modify data as needed.

Conventional systems also face the issue of integrating data withdifferent time scales, accessing data from different sources, comparingthe data, and reconciling it. Embodiments presented herein solve theseproblems. CRE 250 can integrate with social media applications to gainvisibility into a consumer's activities thereby providing for differentconsumer touchpoints. The system provides a fully integrated view of allincoming events to determine whether an event is generated by a priorconsumer or a new consumer. The integrated view of a consumer allows forcomplete analysis of the consumer since we have reconciled data on theconsumer. In contrast, conventional systems only had snippets ofconsumer data to work with. For example, as shown in FIG. 7, consumerSamantha Smith may purchase an item via commerce cloud, may request aservice for the purchased product via service cloud, may conductself-service via community cloud, and may be marketed further productsvia marketing cloud. In addition, Samantha Smith may send a Twittermessage to a company's Twitter account and also use other third partyapplications in relation to the company. Each of these touchpoints hasdata on Samantha Smith, however the data is distributed and disconnectedin separate systems. Furthermore, Samantha Smith may use differentnames, such as Sam Smith or different email addresses for the differenttouchpoints. As shown in FIG. 7, “Customer 360 via CRE” provides aunified view for consumer Samantha Smith by reconciling data from allthe touchpoints and creating a master record for Samantha Smith. Inaddition, CRE provides for data provenance by keeping a record of wherethe data came from such as tenant record linkages, digital identitylinkages, and third party identity linkages. Further details andexamples of customer record reconciliation may be found in U.S. patentapplication Ser. No. 15/940,419, filed Mar. 29, 2018 and U.S. patentapplication Ser. No. 15/940,448, filed Mar. 29, 2018, both of which areincorporated by reference herein in their respective entireties.

The unified view of a consumer's reconciled data allows for analysis ofthe consumer's behavior for future service and marketing. For example, acustomer may be tweeting a company's Twitter account, making a Facebookpost related to the company, viewing a website where the company'sadvertisement is placed, visit the company's store, or use an Internetof Things (IOT) devices such as a washer/dryer that is linked to thecompany. In addition data provenance allows for determination of whetherconsumer data, such as an email, can be used for marketing or otherpurposes without triggering privacy issues.

CRE Architecture

Turning to FIG. 3, data sources 300 represent data acquisition. Datasources 300 can include any data source such as commerce cloud 218,marketing cloud 216, or third party system 258. Data from data sources300 can flow from all of the data sources into CRE 250 in real-time viaan event bus.

Stream processor 302 processes streaming data streams coming in andgoing out. All streaming data is dealt with inside stream processor 302.Stream processor 302 includes audit handler 304 which provides dataprovenance and auditing capabilities. Metrics handler 306 providesoperational metrics, e.g., how many new customers, how many updates etc.Event handler 308 monitors streaming data flowing in and transforms thedata into canonical format. In other words, event handler 308 transformsthe data structure of incoming and outgoing data to allow for processingin the correct contextual format. An example of data mapping andtransformation can be found in U.S. patent application Ser. No.16/037,435, filed Jul. 17, 2018, which is incorporated by referenceherein in its entirety.

Audit handler 304 may perform an operation to determine whether to acton an update. For example, when a new event is triggered, audit handler304 may identify and record the specific change that has occurred anddecide whether to forward the update to a later stage for processing.Thereby, audit handler 304 determines whether streaming data requiresadditional processing based on context information associated with thestreaming data. In an embodiment, audit handler 304 may transmitinformation associated with this determination or the contextinformation downstream.

Transformation rules can be defined by canonical information about anevent ingested by stream processor. As events reach stream processor 302from EMP 234, context information such as the tenant or other metadataabout events permits audit handler 304 to make logic decisions. Suchdecisions may predict information about how the data will arrive, evenprior to ingesting the event. Such logic information can determine atransformation rule to be applied by stream processor 302.

In certain embodiments, data may be handled by audit handler 304 mayhave disparate shape or content, either when data is ingested from asingle or multiple data sources. For example, stream processor 302 mayingest data having a country field, where the country field may havedisparate data types or content. Audit handler 304 may make logicdecisions about the data based on metadata about the tenant or othercontext information. A transformation rule may be applied to the data.Thus, instead of relying on external customization customer development,the metadata can be leveraged to apply proper transformation rules whendata is ingested and ultimately directed to CRE engine 314.

Change publisher 310 publishes updates to a master profile of a customeronto EMP bus 234. For example, if a link or an email address is added toa profile, then the update is sent to whoever subscribes to thatcustomer on EMP bus 234. Data buffer 312 buffers data between streamprocessor 302 and CRE engine 314.

CRE engine 314 includes data preparation module 316 where incoming datais normalized. For example, depending on the source of the data,addresses or phone numbers might be in the wrong format or incomplete.Data preparation module 316 also enriches the data by, for example,adding area or country code that may be missing. Match module 318determines for each record whether there are connections to existingmaster profiles. For example, a person associated with a service recordfrom service cloud can be matched to the same person associated with aguest checkout commerce record. Thus, match module 318 makes edges toconnect disconnected records.

CRE engine 314 can receive and associate different consumer data recordsfrom disparate data sources related directed to an individual consumer.Match module 318 formats the consumer records received from disparatedata sources into a standard format and matches the consumer data withexisting records based on at least one transformation rule. Furthermore,CRE engine 314 can create a master record for the consumer in suchmanner, using the formatted data and existing records associated withthe individual consumer.

As described above with respect to FIG. 7, different records forSamantha Smith in different sources may be connected by match module.Matching rules are configured and optimized to create a single recordout of multiple records. Match module 318 uses a configurable set ofcriteria to determine a matching record in a canonical data model.Embodiments of UIs allow an administrator to setup and configurematching rules. The matching rules are composed of criteria and acombination of conditions that can be used for matching. Data mappingcan allow an administrator to write code to resolve mismatches in fieldtype between customer data and the canonical format.

Resolution module 320 analyzes connections between records to determinewhich records should be clustered. Reconciliation module 322 creates themaster record using the cluster of different records. It also allows forconfiguration of a specific value in a master profile, e.g., the desiredemail address for a person. For example, the “Customer 360 via CRE”record in FIG. 7 is created by reconciliation module 322 using the otherrecords from, e.g., commerce cloud, sales cloud, third party sourcesetc. Different rules for data reconciliation can be entered along withprimary and secondary tiebreaker rules when there are multiple matches.

CRE control plane 324 manages the orchestration of data flows betweenthe parts of the CRE system, as well as error handling should issuesoccur in a particular part of the system. Batch orchestration module 326oversees batch processing by making sure that all files are in thecorrect location, processing resources are available, and providesnotifications when processing is done. Streaming orchestration module328 makes sure that the CRE 250 is listening to the right EnterpriseMessaging Platform channels and publishing to the right channels.Failure recovery module 330 manages the failures in the system and mayallocate resources in another data center upon failure. System wide opsmodule 332 starts and stops software components of the system. In anexample, CRE control plane 324 may also do hardware capacityprovisioning in an elastic infrastructure.

Customer hub 334 is where all the master profiles, including audit data,metrics data and record linkages are stored. Customer hub 334 alsostores elements of the data that would be used for a profile, e.g.,linkages or customer contact data coming in from commerce cloud orservice cloud.

CRE data 336 includes CRE API 338. CRE API 338 includes data stewardshipmodule 340. Data stewardship module 340 allows a customer oradministrator to edit or delete a master record. For example, forcompliance with privacy laws, like GDPR, if a consumer wants theirinformation deleted, then data stewardship module can be used to deletethe consumer's record in customer hub 334. Data stewardship module 340also gives a user visibility to audit and metrics data. The UI for datastewardship can provide information such as whether records are stillflowing in and at what rate, how many records are giving errors, andwhat methodology (e.g., fuzzy matching or exact match) is being used tomatch the records. Data stewardship module 340 also allows a customer torun queries against profiles and determine the source for the data inthe profile. For example, data stewardship module 340 permits a user tomanage, through a user interface, data based on a priority level forincoming requests, the type of request, and the requester amongst otherfields. The user interface can display a request type, such as “privacydelete” along with notes from the requestor. Data stewardship module 340further permits a user to merge flagged records into a single profilerecord. Data stewardship module 340 allows the user to perform a searchof records based on data included therein.

CRE export module 342 is used for data analytics and for moving largedatasets out of customer hub 334 for external use. CRE search module 344provides synchronous access to customer hub 334. For example, CRE searchmodule 344 allows a customer to search for a candidate list of masterprofiles. It also allows for real-time queries and lookup. If anadministrator wants to put data from customer hub 334 onto a webpage,then CRE search module is used to run queries in order to render thewebpage. CRE data 336 also provides search results to queries comingfrom DFS 262 via DFS CRE connector 346. As described above, DFS 262queries across tenants and across the entire CRM system.

Hbase 348 in addition to including customer hub 334 includesconfiguration data 350, metrics data 352, and audit data 354. HBase maybe NoSQL technology that is used as the storage layer of the customerhub. Configuration data 350 stores the rules for data preparation,match, resolution, and reconciliation as used in CRE engine 314. Metricsdata 352 stores data received from metrics handler 306. Audit data 354stores audit data.

Setup module 356 is a UI application for cloud-related services.Reporting module 358 provides operational status of the system to helpcustomers make decisions. Reporting module 358 lets customers determinethat master consumer profiles are being built the way they want them to.Reporting module 358 also provides feedback on how the system isoperating. External loading analytics visualization module 360 allows acustomer to export and visualize data in their preferred format, e.g.,as a graph or a chart.

FileForce 362 stores files for batch output 364 and batch input 366.Batch input 366 includes all previously stored data on a customer thatcan be merged with streaming data from stream processor 302 by CREengine 314. Batch output 364 is the refined customer data received fromCRE engine 314. Data in batch input 366 and batch output 364 may bestored in a “csv” format.

It is to be appreciated that one of more of the software modulesdisclosed herein may utilize containerized software. Containerizedsoftware modules allow software from multiple developers to run on thesame machine. It is to be appreciated that certain elements with thesame identifying number are shown in different places in the figures forease of illustration. These are however the same element.

Computer System Implementation

Various embodiments may be implemented using one or more well-knowncomputer systems, such as computer system 400 shown in FIG. 4. One ormore computer systems 400 may be used, for example, to implement any ofthe embodiments discussed herein, as well as combinations andsub-combinations thereof.

Computer system 400 may include one or more processors (also calledcentral processing units, or CPUs), such as a processor 404. Processor404 may be connected to a communication infrastructure or bus 406.

Computer system 400 may also include user input/output device(s) 403,such as monitors, keyboards, pointing devices, etc., which maycommunicate with communication infrastructure 406 through userinput/output interface(s) 402.

One or more of processors 404 may be a graphics processing unit (GPU).In an embodiment, a GPU may be a processor that is a specializedelectronic circuit designed to process mathematically intensiveapplications. The GPU may have a parallel structure that is efficientfor parallel processing of large blocks of data, such as mathematicallyintensive data common to computer graphics applications, images, videos,etc.

Computer system 400 may also include a main (or primary) memory 408,such as random access memory (RAM). Main memory 408 may include one ormore levels of cache. Main memory 408 may have stored therein controllogic (i.e., computer software) and/or data.

Computer system 400 may also include one or more secondary storagedevices or memory 410. Secondary memory 410 may include, for example, ahard disk drive 412 or a removable storage device or drive 414.Removable storage drive 414 may be a floppy disk drive, a magnetic tapedrive, a compact disk drive, an optical storage device, tape backupdevice, or any other storage device/drive.

Removable storage drive 414 may interact with a removable storage unit418. Removable storage unit 418 may include a computer usable orreadable storage device having stored thereon computer software (controllogic) or data. Removable storage unit 418 may be a floppy disk,magnetic tape, compact disk, DVD, optical storage disk, or any othercomputer data storage device. Removable storage drive 414 may read fromor write to removable storage unit 418.

Secondary memory 410 may include other means, devices, components,instrumentalities, or other approaches for allowing computer programs orother instructions or data to be accessed by computer system 400. Suchmeans, devices, components, instrumentalities, or other approaches mayinclude, for example, a removable storage unit 422 and an interface 420.Examples of the removable storage unit 422 and the interface 420 mayinclude a program cartridge and cartridge interface (such as that foundin video game devices), a removable memory chip (such as an EPROM orPROM) and associated socket, a memory stick and USB port, a memory cardand associated memory card slot, or any other removable storage unit andassociated interface.

Computer system 400 may further include a communications or networkinterface 424. Communications interface 424 may enable computer system400 to communicate and interact with any combination of externaldevices, external networks, external entities, etc. (individually andcollectively referenced by reference number 428). For example,communications interface 424 may allow computer system 400 tocommunicate with external or remote devices 428 over communications path426, which may be wired or wireless (or a combination thereof), andwhich may include any combination of LANs, WANs, the Internet, etc.Control logic or data may be transmitted to and from computer system 400via communications path 426.

Computer system 400 may also be any of a personal digital assistant(PDA), desktop workstation, laptop or notebook computer, netbook,tablet, smart phone, smart watch or other wearable, appliance, part ofthe Internet-of-Things, or embedded system, to name a few non-limitingexamples, or any combination thereof.

Computer system 400 may be a client or server, accessing or hosting anyapplications or data through any delivery paradigm, including but notlimited to remote or distributed cloud computing solutions; local oron-premises software (“on-premise” cloud-based solutions); “as aservice” models (e.g., content as a service (CaaS), digital content as aservice (DCaaS), software as a service (SaaS), managed software as aservice (MSaaS), platform as a service (PaaS), desktop as a service(DaaS), framework as a service (FaaS), backend as a service (BaaS),mobile backend as a service (MBaaS), infrastructure as a service (IaaS),etc.); or a hybrid model including any combination of the foregoingexamples or other services or delivery paradigms.

Any applicable data structures, file formats, and schemas in computersystem 400 may be derived from standards including but not limited toJavaScript Object Notation (JSON), Extensible Markup Language (XML), YetAnother Markup Language (YAML), Extensible Hypertext Markup Language(XHTML), Wireless Markup Language (WML), MessagePack, XML User InterfaceLanguage (XUL), or any other functionally similar representations aloneor in combination. Alternatively, proprietary data structures, formatsor schemas may be used, either exclusively or in combination with knownor open standards.

In some embodiments, a tangible, non-transitory apparatus or article ofmanufacture comprising a tangible, non-transitory computer useable orreadable medium having control logic (software) stored thereon may alsobe referred to herein as a computer program product or program storagedevice. This includes, but is not limited to, computer system 400, mainmemory 408, secondary memory 410, and removable storage units 418 and422, as well as tangible articles of manufacture embodying anycombination of the foregoing. Such control logic, when executed by oneor more data processing devices (such as computer system 400), may causesuch data processing devices to operate as described herein.

Based on the teachings contained in this disclosure, it will be apparentto persons skilled in the relevant art(s) how to make and useembodiments of this disclosure using data processing devices, computersystems, or computer architectures other than that shown in FIG. 4. Inparticular, embodiments can operate with software, hardware, and/oroperating system implementations other than those described herein.

CONCLUSION

It is to be appreciated that the Detailed Description section, and notany other section, is intended to be used to interpret the claims. Othersections can set forth one or more but not all exemplary embodiments ascontemplated by the inventor(s), and thus, are not intended to limitthis disclosure or the appended claims in any way.

While this disclosure describes exemplary embodiments for exemplaryfields and applications, it should be understood that the disclosure isnot limited thereto. Other embodiments and modifications thereto arepossible, and are within the scope and spirit of this disclosure. Forexample, and without limiting the generality of this paragraph,embodiments are not limited to the software, hardware, firmware, orentities illustrated in the figures or described herein. Further,embodiments (whether or not explicitly described herein) havesignificant utility to fields and applications beyond the examplesdescribed herein.

Embodiments have been described herein with the aid of functionalbuilding blocks illustrating the implementation of specified functionsand relationships thereof. The boundaries of these functional buildingblocks have been arbitrarily defined herein for the convenience of thedescription. Alternate boundaries can be defined as long as thespecified functions and relationships (or equivalents thereof) areappropriately performed. Also, alternative embodiments can performfunctional blocks, steps, operations, methods, etc. using orderingsdifferent than those described herein.

References herein to “one embodiment,” “an embodiment,” “an exemplaryembodiment,” or similar phrases, indicate that the embodiment describedcan include a particular feature, structure, or characteristic, butevery embodiment cannot necessarily include the particular feature,structure, or characteristic. Moreover, such phrases are not necessarilyreferring to the same embodiment. Further, when a particular feature,structure, or characteristic is described in connection with anembodiment, it would be within the knowledge of persons skilled in therelevant art(s) to incorporate such feature, structure, orcharacteristic into other embodiments whether or not explicitlymentioned or described herein. Additionally, some embodiments can bedescribed using the expression “coupled” and “connected,” along withtheir derivatives. These terms are not necessarily intended as synonymsfor each other. For example, some embodiments can be described using theterms “connected” or “coupled” to indicate that two or more elements arein direct physical or electrical contact with each other. The term“coupled,” however, can also mean that two or more elements are not indirect contact with each other, but yet still co-operate or interactwith each other.

The breadth and scope of this disclosure should not be limited by any ofthe above-described exemplary embodiments, but should be defined only inaccordance with the following claims and their equivalents.

What is claimed is:
 1. A system, comprising: a memory; a processorcoupled to the memory and configured to, based on instructions stored inthe memory, perform operations comprising: retrieving first patron datarelated to a patron off a platform bus based on a first subscriptionrule, wherein the first subscription rule is triggered in response topublishing of the first patron data related to the patron from a firstdata source to the platform bus; retrieving second patron data relatedto the patron off the platform bus based on a second subscription rule,wherein the second subscription rule is triggered in response topublishing of the second patron data related to the patron from a seconddata source different from the first data source to the platform bus andwherein the first and second subscription rules are defined by anindividual client that manages the first and second data sources;formatting the first patron data and the second patron data into astandard format based on context information of the first patron dataand the second patron data; matching the first and second patron datawith existing records related to the patron; creating a master recordfor the patron using the formatted first patron data, the formattedsecond patron data, and the existing records, wherein the master recordcomprises a record of the first and second data sources for theformatted first and second patron data; receiving, via an event bus, rawevents related to the patron from a third data source, wherein the rawevents are generated based on an activity of the patron on the thirddata source; converting the raw events into a customer trigger event forthe patron based on a predetermined rule; generating, in response to thecustomer trigger event, a notification for the patron, wherein thenotification is enriched with information of the patron in the masterrecord; and sending the notification to the patron based on contactinformation of the patron in the master record.
 2. The system accordingto claim 1, the operations further comprising: transmitting a masterrecord event in response to a change event of the master record onto theplatform bus for data sources subscribed to the master record.
 3. Thesystem according to claim 1, the operations further comprising: updatingthe master record for the patron using the formatted first patron data,the formatted second patron data, and the existing records.
 4. Thesystem according to claim 1, the operations further comprising:performing a query of information associated with the patron in themaster record from the first data source and the second data sourcethrough a global directory of tenants.
 5. The system according to claim1, the operations further comprising performing a commerce journey eventin response to the first patron data, wherein the commerce journey eventgenerates a notification comprising information in the master record forthe patron to respond to the first patron data and sends thenotification to the patron.
 6. The system according to claim 1, theoperations further comprising reconciling data obtained from theformatted first patron data, the formatted second patron data, and theexisting records in a single view of the patron.
 7. A method,comprising: retrieving, by a computing device, first patron data relatedto a patron off a platform bus based on a first subscription rule,wherein the first subscription rule is triggered in response topublishing of the first patron data related to the patron from a firstdata source to the platform bus; retrieving, by the computing device,second patron data related to the patron off the platform bus based on asecond subscription rule, wherein the second subscription rule istriggered in response to publishing of the second patron data related tothe patron from a second data source different from the first datasource to the platform bus and wherein the first and second subscriptionrules are defined by an individual client that manages the first andsecond data sources; formatting, by the computing device, the firstpatron data and the second patron data into a standard format based oncontext information of the first patron data and the second patron data;matching, by the computing device, the first and second patron data withexisting records; creating, by the computing device, a master record forthe patron using the formatted first patron data, the formatted secondpatron data, and the existing records, wherein the master recordcomprises a record of the first and second data sources for theformatted first and second patron data; receiving, via an event bus, rawevents related to the patron from a third data source, wherein the rawevents are generated based on an activity of the patron on the thirddata source; converting the raw events into a customer trigger event forthe patron based on a predetermined rule; generating, in response to thecustomer trigger event, a notification for the patron, wherein thenotification is enriched with information of the patron in the masterrecord; and sending the notification to the patron based on contactinformation of the patron in the master record.
 8. The method accordingto claim 7, further comprising: transmitting, by the computing device, amaster record event in response to a change event of the master recordonto the platform bus for data sources subscribed to the master record.9. The method according to claim 7, further comprising: updating, by thecomputing device, the master record for the patron using the formattedfirst patron data, the formatted second patron data, and the existingrecords.
 10. The method according to claim 7, further comprising:performing, by the computing device, a query of information associatedwith the patron in the master record from the first data source and thesecond data source accessible through a global directory of tenants. 11.The method according to claim 7, further comprising performing acommerce journey event in response to the first patron data, wherein thecommerce journey event generates a notification comprising informationin the master record for the patron to respond to the first patron dataand sends the notification to the patron.
 12. The method according toclaim 7, further comprising: reconciling, by the computing device, dataobtained from the formatted first patron data, the formatted secondpatron data, and the existing records; and providing, by the computingdevice, a single view of the patron based on the reconciled data.
 13. Anon-transitory computer-readable apparatus having instructions storedthereon that, when executed by a computing device, cause the computingdevice to perform operations comprising: retrieving, by a computingdevice, first patron data related to a patron off a platform bus basedon a first subscription rule, wherein the first subscription rule istriggered in response to publishing of the first patron data related tothe patron from a first data source to the platform bus; retrieving, bythe computing device, second patron data related to the patron off theplatform bus based on a second subscription rule, wherein the secondsubscription rule is triggered in response to publishing of the secondpatron data related to the patron from a second data source differentfrom the first data source to the platform bus and wherein the first andsecond subscription rules are defined by an individual client thatmanages the first and second data sources; formatting, by the computingdevice, the first patron data and the second patron data into a standardformat based on context information of the first patron data and thesecond patron data; matching, by the computing device, the first andsecond patron data with existing records; creating, by the computingdevice, a master record for the patron using the formatted first patrondata, the formatted second patron data, and the existing records,wherein the master record comprises a record of the first and seconddata sources for the formatted first and second patron data; receiving,via an event bus, raw events related to the patron from a third datasource, wherein the raw events are generated based on an activity of thepatron on the third data source; converting the raw events into acustomer trigger event for the patron based on a predetermined rule;generating, in response to the customer trigger event, a notificationfor the patron, wherein the notification is enriched with information ofthe patron in the master record; and sending the notification to thepatron based on contact information of the patron in the master record.14. The non-transitory computer-readable apparatus of claim 13, theoperations further comprising: transmitting a master record event inresponse to a change event of the master record onto the platform busfor data sources subscribed to the master record.
 15. The non-transitorycomputer-readable apparatus of claim 13, the operations furthercomprising: updating the master record for the patron using theformatted first patron data, the formatted second patron data, and theexisting records.
 16. The non-transitory computer-readable apparatus ofclaim 13, the operations further comprising: performing a query ofinformation associated with the patron in the master record from thefirst data source and the second data source accessible through a globaldirectory of tenants.
 17. The non-transitory computer-readable apparatusof claim 13, the operations further comprising: reconciling, by thecomputing device, data obtained from the formatted first patron data,the formatted second patron data, and the existing records; andproviding, by the computing device, a single view of the patron based onthe reconciled data.
 18. The system according to claim 1, whereinconverting the raw events comprises: segmenting the raw events into oneor more categories; and generating the customer trigger event for theraw events after a certain period of time.
 19. The method according toclaim 7, wherein converting the raw events comprises: segmenting the rawevents into one or more categories; and generating the customer triggerevent for the raw events after a certain period of time.
 20. Thenon-transitory computer-readable apparatus of claim 13, whereinconverting the raw events comprises: segmenting the raw events into oneor more categories; and generating the customer trigger event for theraw events after a certain period of time.